trategically located in Bintulu, a region known for its trendy street mall and the longest covered walkway in Sarawak.  We spoke with Bryan Loo, founder and CEO of Loob Holding, which operates Bask Bear alongside successful bubble tea chain Tealive, sparkling water maker Sodaxpress, and kombucha brand WonderBrew, about the brand’s commitment to convenience and innovation, which drove the decision to establish this drive-thru concept.  The story so far According to Loo, his original intention was to replicate the success that Tealive has had in the tea segment with a new brand in the coffee segment.  “But we realised that as we moulded or nurtured the brand, we managed to nurture a very signature product today: coffee and toasties. In fact, numbers speak for themselves, the contribution for revenue for coffee and toasties becomes 50:50,” he told Inside Retail. If the team can continue to develop Bask Bear as the leading coffee and toastie brand in Malaysia, Loo believes the business will have a strong portfolio going forward. He said the company chose Bintulu and more specifically the Naim Street Mall, as it’s the city’s trendiest street mall as well as the largest in Sarawak. It is also famed for having the longest covered walkway in Sarawak. “Moreover, we find that Naim Street Mall gives customers a comfortable shopping experience, and Bask Bear is happy to be a part of this iconic and vibrant part of Bintulu. What’s more, it’s like a homecoming for us as our ‘Aren’ palm sugar is sourced from this region, too,” he added. Loo said the company plans to open more outlets to add to its current 13 stores in East Malaysia, with five now in Sarawak, including the Bintulu Paragon drive-thru, and eight more in Sabah. The palm sugar factor Just before the pandemic, Loob Holdings came across a plantation owner who produced an alternative sugar, Aren palm sugar. The company managed to strike a deal with the plantation owner to become an exclusive partner to supply this sugar for all its stores. Loo said Bask Bear is the first coffee brand to utilise this sugar variant. Originating from Borneo, the sugar is produced by a palm tree called ‘Arenga Pinnata’. “Aren palm sugar is the best alternative to table sugar, brown sugar or even honey. It has the lowest GI index, around 35 compared to others with a GI index of 50 to 60. This is one of the key selling points, and is a healthier option for customers,” he noted. Apart from the convenience of the drive-through concept, the company also came up with its own Bask Bear app back in December last year. It features pick-up and delivery services, and comes with a membership program that allows customers to earn points too. According to Loo, Bask Bear’s journey extends beyond brewing coffee.  “While we’re very proud of being a local brand showcasing Malaysia’s unique flavours and warmth, we’re also about brewing a conservation movement, preserving Malaysia’s national heritage, and caring for our environment,” he said. After all, the brand is inspired by the country’s very own Malayan Sun Bear, the smallest bear species in the world. “We adopted an orphaned sun bear at Bornean Sun Bear Conservation Centre (BSBCC) named Tenom and are now raising funds to adopt a second bear. Having worked closely with BSBCC before, we felt we had to get the message out to all Malaysians that we must protect our sun bears, not hunt them or take them home as pets,” he pointed out. The future Loo explained that the brand’s journey to expand into East Malaysia was not without its challenges, as the team had to navigate a maze of finding good malls in prime locations while seeking thriving commercial areas with active crowds. “Establishing agent contacts for negotiations with landlords was also a challenge. These hurdles, while significant, have only strengthened our resolve and prepared us for future expansion,” he added. As East Malaysia is geographically large, Loo pointed out that commercial areas and populations are scattered. The team then set out to prioritise high-traffic locations as part of their expansion strategy.  “Having said that, we rely on our in-house research resources to evaluate any potential location. A thorough analysis of commercial data and surveys by third-party consultants guides the decision-making process here,” he elaborated. The company aims to build on its unique meal offerings in the future too. It was the first to offer halal Korean toasties in the marketplace, and customers have likened the toasties to burgers. “We also got involved in several fascinating partnerships, like Village Park, a brand renowned for its finest nasi lemak, to create Sambal Toasties, and with myBurgerLab, Malaysia’s renowned burger chain, in sharing their famous smashed beef patty,” he stated. Loo sees significant growth potential for the company, and he plans to make its offerings accessible to everyone across the nation. “Bask Bear is committed to continuous innovation, introducing new menu items that cater to a wider range of Malaysian tastes. While staying true to our signature toasties, we’re excited to unveil new menu categories that resonate with families,” he concluded.